RESUMOEste trabalho destina-se a investigar o papel do gerente no que concerne ao trato com o cliente, em face da utilização de um sistema de gerência do relacionamento com o cliente (CRM), uma vez que a gerência é apontada como principal agente numa mudança organizacional baseada em tecnologia. A pesquisa se deu por meio de um estudo de caso em profundidade numa empresa que é, ao mesmo tempo, usuária e fornecedora de tecnologia e que está implantando um sistema de CRM, cujos principais usuários são os gerentes regionais. Foram realizadas entrevistas em abrangência nacional, com perguntas elaboradas a partir da revisão bibliográfica, nas áreas de mudança organizacional, marketing de relacionamento, tecnologia da informação e gestão do relacionamento com o cliente, utilizando a técnica de análise de conteúdo. Constataram-se resultados significativos sobre a potencialidade de uso do sistema, a qual requer mudanças nos processos e inclui uma postura gerencial mais proativa em relação ao contato e atendimento do cliente, possibilitando gerenciamento mais efetivo e melhor planejamento das atividades. ABSTRACTThis work is intended to investigate the manager role, due to the utilization of a Customer Relationship Management System (CRM), that is regarded as the main agent in a technologybased organizational change. The research took place during a deep case study of a company that is, at the same time, user and supplier of technology, and is implementing a CRM system whose main users are regional managers. To produce the research, interviews with the managers were realized, with questions elaborated from the literature revision, in the areas of organizational change, relationship marketing, information technology, and customer relationship management. The content analysis technique was utilized for the collected data examination. Significant results were established about the potentiality of the system use, which requires processes changes and involve a more pro-active managerial posture regarding customer service and contact, making possible a more effective management and a better planning of activities.
Introduction: blood transfusion consists of the administration of blood components intravenously in clinical or surgical treatments. In the preoperative period, it is performed with the objective of improving tissue oxygenation, as well as promoting hemodynamic and hemostatic balance. Objective: to understand nursing care in the transfusion of blood components to surgical patients in the perioperative period. Method: this is a descriptive and exploratory study with a qualitative approach. Grounded Theory was used, with constant comparative analysis. A total of 18 nurses and 28 nursing technicians from a university hospital took part in the study. Data were collected between October 2019 and February 2020, through a sociodemographic questionnaire and semi-structured interviews. Results: the study resulted in the central category nursing care during transfusion, which gave rise to the categories: caring for before transfusion; caring for during transfusion; and caring for after transfusion, which were discussed according to the standardized nursing methodology. Conclusion: it was understood that nursing care is planned and implemented following an ordering of practices in a logical sequence due to the characteristics of the procedure in the perioperative period. Nurses demand indirect care; in contrast, nursing technicians engage in direct patient care.
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